MediaWeek : Marie Claire Makes Coupon Play

Marie Claire editor Joanna Coles, who raised eyebrows with her topless Ashley Judd and black-and-white Sarah Michelle Gellar covers last year, is bucking convention again, this time running a manufacturer coupon in the February issue for 50 cents off the Hearst Magazines title’s March fashion issue.

Coles said she wanted to drive people to buy the March title, which will showcase the first tweaks by new creative director Suzanne Sykes. “It’s not something we would do regularly,” she said of the coupon, a tactic more commonly associated with women’s service than with fashion/beauty books. “But if it really works, never say never.”

Read entire article at MediaWeek.com